Nike Mother's Day 23 Creative Direction, Art Direction, Narrative, Campaign Identity, Digital Touchpoints, Product Design
Client — Nike Team — Nike NA CDS Photographer — Vanessa Granda Set Design — Lauren Nikrooz Styling — Dione Davis Narrative — Rachel Kash Role — Creative Direction & Art Direction Lead
Being a mom requires pacing, perseverance, commitment, and drive. For Mother’s Day 2023 our Mom’s All That creative showcases the dimensionality and victorious spirit of one mom, Nike WNBA Athlete, Napheesa Collier, to show how ALL moms are winning, every day. Warm, elevated photography exuding a “can’t-stop-me-confidence” and showing the multidimensionality of mom. Napheesa’s daughter, Mila, is in our Press Conference setting. We also feature Mila and Napheesa’s mother, Sarah, in our Tunnel Walk setting. Styling of outfits played off the attitude of our location settings. The campaign messaging sets the tone and used to inspire copy direction for channel activation. Examples of how we will pivot copy to be channel right per activation sends can be seen in WIP Comps. Graphic Treatment: We intentionally chose a bold typeface to visually level the playing field in this women's-led consumer moment. The graphic treatment + imagery + messaging all come together in a strong Nike right way.